In comparison to the UK and many other North European countries Denmark was a relatively slow starter when it came to the issue of Cigarette & Trade Cards. The earliest cards were produced by cigarette companies many of whom were based outside the country itself notably BAT, Bell, Copes and Lambert & Butler. Liebig & Stollwerck cards were also produced in Danish for distribution in that country.

The issue of Trade cards only really began in earnest during the first half of the 1920s when companies such as Diamant (Cereals), Irma & Slagelse (Magarine) and Danmark’s, Rich’s and Skandia (Coffee Substitute) started to include cards with their products. By far the most competitive area was in the Coffee Substitute market where Rich’s (pronounced "Rex" in Denmark) quickly established a dominance that they held throughout the following 50 year period. Such was the impact of their cards and albums that, to this day, their name is synonymous with Trade Cards in Denmark.